Dealing with Negative Comments on Social Media

Shielded behind a computer screen, some people forget they are interacting with other human beings, saying things online that they would never say in person.

From blog posts to YouTube videos, when you scroll through the comments, you will find a surprising amount of nastiness and vitriol. Some people feel they must chime in, as if their opinion will make a huge difference (it generally will not). Others just like to hear themselves talk. Still, others are simply toxic personalities with nothing better to do.

When it happens on your own social media site, especially your business page, the situation calls for careful contemplation before making the next move.

Here are a few tips for effectively handling negativity on social media:

Stay Alert

Keep up with the activity on your social media platforms on a daily basis. Better yet, check it multiple times a day. If a customer or prospect has a question or makes a comment requiring a response, get back to them promptly. Add this task to your daily calendar so you or someone else on your team remember to check the activity on your page(s). Customers become frustrated when they feel they are not heard and may complain publicly.

Differentiate a Customer from Troll

Some people will use social media for legitimate complaints while others use social media to stir up trouble, They purposely post inflammatory remarks designed to provoke heated debate. It’s important to note that not every comment is worthy of a response.

Cool Down

When someone launches a verbal attack, it feels personal but resist the urge to reply when you are upset. Look for the facts and try to understand the motive behind the message, then formulate a measured response. A private response may be more appropriate than a retort on social media.

Remain Professional

If a customer is ranting about a bad experience with your product or service, reply in a calm tone, suggesting you take the concern offline. For example: “I’m sorry the widget you ordered did not meet your expectations. I’d like to learn more so we can correct this situation. Please message me (or email or call) with more details.”

Shut it Down

Sometimes online exchanges spin out of control. If your page is getting hijacked by someone espousing their own views and debating with others over things that are completely irrelevant, you can handle it proactively, “If you want to talk about widgets, this is the place. However, it isn’t a forum for debating your personal or political (or other) views.”

Know When to Stop

Once you’ve made your point, engage no further. They will eventually stop when they don’t have anyone to push back against. Avoid getting into an endless loop in search of the last word. There is power in your silence.

Delete as Needed

There will be times when you want other customers to see your professional handling of an unhappy customer. There are other times when you do not need to stand for someone else’s noise on your page. Your social media page is equivalent to your company lobby – customers are welcome, and you are there to serve them, but when other people refuse to be reasonable and act improperly, it’s time to call to quits. In the case of social media platforms, it may mean deleting profane comments and blocking the user.

Let Your Fans Chime In

Often, your fans will speak up on your behalf. You just might be surprised at how many people will step in and counter a false or negative remark. An ugly comment is generally posted by a person who is angry about something much deeper than the topic they are addressing.

For more of Diane’s etiquette tips, you may enjoy The Etiquette of Maintaining Real Life Friendships in a Digital World. Read her posts on Inc., and HuffPost, “like” The Protocol School of Texas on Facebook, and follow her on Pinterest, Instagram and Twitter. Diane’s latest book, Modern Etiquette for a Better Life is available on Amazon.